Luxury Fashion & Social Media

The words Luxury and Exclusivity are often considered synonymous. As luxury brands increasingly feel more pressure to conquer marketing online, how do they remain desirable in a medium that is open to the masses?

It is widely perceived that the web isn’t a luxury market and brands face the dilemma of either embracing social media or being left behind. As people spend more money online, in order to make profit luxury brands must find a way to engage these consumers.

The biggest challenge that faces luxury brands when approaching social media is that luxury implies exclusivity and therefore the product shouldn’t be accessible to everyone. Social media sites make it more challenging to selectively choose whom to interact with. Furthermore, some brands are hesitant to try new marketing techniques, which might be risky to their established brand image. If done incorrectly, they risk ruining their brand reputation and diminishing the perception of affluence.

The solution for the luxury sector is to embrace social media: Just as product can be desirable and exclusive, so websites can be.

Burberry is a fantastic example of a brand who have created their own online community. Rather than shun Facebook and Twitter because of their mass audiences, Burberry has embraced them.

Burberry’s Facebook page boasts over 7 million followers, and the face of the brand’s new ‘Body’ fragrance (and fashion ‘It girl’ of the moment) Rosie Huntington-Whitely appears in a short video to thank fans for the achievement. The page introduces new content, which keep the consumer engaged in the brand and lusting for the product. Whilst remaining exclusive, the brand offers a mass audience the chance to be part of their brand in the same way that a new fragrance does.

Their Twitter page similarly offers snapshots into the world of Burberry with Creative Director Christopher Bailey even taking over the account during Fashion Weeks.

But significantly on top of this, Burberry launched its ArtOfTheTrench internet community, allowing those who sign up to comment, favourite and – if their image is selected - even share their own real-life shots of them in the famous Burberry trench. Bailey even commissioned The Sartorialist’s Scott Schuman to launch the site in a tactical move which would appeal to young internet-savvy fashion fans. Through this site and the younger audience appeal of a renowned fashion blogger, Burberry give their users another outlet that is more refined than the larger social media sites open to the masses.

Other luxury brands have also embraced social media to fantastic effect. Jimmy Choo started an Internet frenzy by launching a “Shoe Treasure Hunt” in London via location-based social networking website Foursquare, whilst Tiffany & Co. and Chanel were quick to realize the potential of iPhone applications which interact with Facebook.

Whilst some hold back attempting to guard their brand identity of desirability, most luxury brands are increasingly realising the need to focus on creating unique online experiences. Social media is a tool that any brand can ill afford not to be involved with. Acknowledging that exposing your brand to consumers through social networks is the only way to engage today’s customers consistently.

Happy Birthday Selfridges!

Selfridges - the Oxford Street department store that made shopping sexy - marks it's 100th year this year. 

On previous occasions when I've had time to kill in London, I have found myself wandering from floor to floor perusing the gorgeous collections on display.  I love seeing when you approach the store, the hoards of people carrying bright yellow (109 pantone to be precise) shopping bags; a massive marketing ploy screaming "Come shop inside."

When you walk into the store - as with Harrods and Libertys - you are always conscious of the history behind the brand. 

Above, an image of a roof garden fashion show during the 1920s, demonstrates Selfridges' fondness for fashion luxury. The image below shows people peering through the famous Selfridges windows at a dress on display just as clothes rationing was began in 1941. 

Selfridges is celebrating it's birthday by calling on a host of designer friends to create limited edition pieces all in the signature Selfridges yellow. 

For this entire month, designers such as Paul Smith, Jimmy Choo, Marc Jacobs and Mulberry will have their designed items on sale exclusively in Selfridges. 

One of the most hyped up pieces is a patent leather dress by Giles Deacon (costing £1500) which many staff members will be sporting throughout May. 

The store has also commissioned British designers Dame Vivienne Westwood, Stella McCartney, Giles Deacon and Paul Smith to design them some limited edition carrier bags. I am tempted to fly down to London just to experience the celebrations - yellow oragami aeroplanes will decor the store and DJ sets from Henry Holland are also on the cards. And perhaps I could get one of those carrier bags - a certain future collector's piece.

Chanel Pre-Fall '09 - Paris to Moscow

OK so most of us are still trying to get our Winter wardrobes right but if you are a major fashion house, there's no time to wait about. Chanel has just presented its pre-Fall '09 collection inspired by Russia, called 'Paris to Moscow'. As you can see, even the graphics and setting were very Russian.

Karl Lagerfeld also debuted a taster of his his silent movie dedicated to Coco.

Although of course held in Paris, the gorgeous couture collection featured Russian military jackets, fur hats, coats and boots and Russian doll style embossed hand muff. It was particularly exciting to see such an injection of colour to the usually monochrome classic Chanel style. The burnt orange/red colours add to the luxurious feel of the collection which is at the same time, all very wearable. Beautiful.